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Klapper's Phenomenistic Theory (Final)

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Rmsha 21

on 14 November 2013

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Transcript of Klapper's Phenomenistic Theory (Final)

In 1960, Joseph Klapper, at Columbia University proposed the "Phenomenistic Theory".

Klapper's Phenomenistic Theory
Key Features
Combines impressive amount of research into a convincing theory.

Highlights role of mediating variables in the mass communication process.

Persuasively refutes lingering mass society and propaganda notions

"I would vote Democratic because my grandfather would skin me alive if I didn't."
Outdated postulates; because people's exposure to media has increased since 1960.

The decreased important of the "mediating factor" i.e the family, the church and the school have lost their position in people's socialization & therefore in limiting media effects
Today, even after 40 years since it has been introduced, Klapper's theory is still raised by those unconvinced of media's power. It remains, even today, the most used articulation of media's limited effects.
Made By:
Ramsha Sadiq Khan & Saba Khatoon

B.S 3rd Year
Mass Communication
Group Membership
Klapper’s theory is often referred to as
"Reinforcement Theory".

This theory asserts that media rarely have any direct effects are are relatively powerless when compared with other social and psychological factors such as social status, education and group membership etc.
He was concerned that average people exaggerated the power of media.
3. One of two conditions is likely to exist to cause change:
The mediating factors will be found to be inoperative.

The mediating factors will be found to be themselves impelling toward change.
1. Mass communication ordinarily functions among and through a nexus of mediating factors and influences.

2. These mediating factors render mass communication as a contributory agent.

4. There are certain situations in which mass communication serve certain functions.
5. The efficacy of mass communication is affected by various aspects of the media and communications themselves or of the communication situation.
Klapper argued that there simply are too many barriers to media influence for drastic changes to occur.
Klapper wrote: "Communications research strongly indicate that media depictions of crime and violence are not prime moves towards such conduct"
Klapper wrote: "Communications research strongly indicate that media depictions of crime and violence are not prime moves towards such conduct"
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